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European cross-border trade is growing – its value has already reached EUR 275.6 billion
What?
In 2023, the value of European cross-border digital trade reached €275.6 billion.
Why?
This confirms the dynamic growth of cross-border online shopping in Europe, which is the driving force behind all digital commerce.
Who is it for?
For online store owners, companies planning international expansion, and digital strategy developers in Europe.
The importance of cross-border shopping is growing
According to the latest Cross-Border Commerce Europe report, cross-border online trade in Europe will reach €275.6 billion in 2023 , a 4.8% increase compared to the previous year. Purchases from foreign online stores with a physical presence in Europe account for 59% of this value, with the remainder coming from third-country countries.
The largest players in this segment are Amazon and eBay, but European giants like Zalando, H&M, and Zara are also strengthening their positions in international trade. For many companies, a cross-border strategy is now a necessity, not an option – especially given the slowdown in local sales.
Benefits for the digital world from the development of cross-border sales
Cross-border sales open up numerous strategic opportunities for companies operating in the digital world. Here are the most important ones:
- Diversification of sales channels – less dependence on local economic fluctuations and seasonality.
- Larger scale of operations – access to millions of new customers throughout the European Union and beyond.
- Economies of scale – the ability to reduce unit costs and increase margins thanks to higher sales volumes.
- Increased revenue – new markets mean new sources of income that can significantly improve financial results.
- Building international brand recognition – presence in various markets strengthens the brand's position.
- Resource optimization – better utilization of warehouse stock and logistics resources thanks to greater reach.
- Better use of digital channels – development of SEO, marketing automation and analytics for multiple markets at once.
- Possibility to test new products – foreign markets allow for faster and more extensive verification of new offers.
- Greater resilience to local crises – selling in several countries in parallel ensures greater business stability.
- An opportunity for a competitive advantage – companies that start operating cross-border earlier gain an advantage over local players.
How to prepare for cross-border sales?
Here are some specific actions to consider:
- Find the right e-commerce advisor – who will propose the right e-commerce strategy .
- Check the compatibility of your online store with foreign markets – language, payments, delivery, GDPR.
- Use an e-commerce audit – analyze the potential and barriers to expansion (see our services ).
- Choose content marketing in multiple languages.
- Implement international SEO – including local keywords.
- Consider marketplaces – Amazon, eBay or Allegro enable a quick cross-border start.
Is the cross-border digital world the future of trade?
Observing the dynamic growth of cross-border commerce in Europe, it's safe to say that the boundaries in digital commerce are increasingly blurring . Companies that invest in cross-border development now gain not only access to new customers but also protection against local market crises. Consumers, in turn, benefit from greater competition and choice. 2024 will bring even more tools and solutions to support this transformation.
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Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
